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CapitaLand unveils Singapore’s first “phygital” multi-label concept store

CapitaLand unveils Singapore’s first “phygital” multi-label concept store

CapitaLand brings NomadX (pronounced as “Nomads”) to Singapore.

It is the city’s first “phygital” multi-label concept store offering a new blend of physical and digital experience.

SEE ALSO : CapitaLand marks milestone as China’s foreign developer

From gamified onboarding process, automated store assistance such
as smart mirrors to interactive product walls or the cashless payment experience, NomadX is designed for shoppers to enjoy shopping intrinsically as a social activity.

NomadX occupies 11,000 square feet of space spread across two floors in Plaza Singapura.

The multi-label retail destination marked its official opening with a curated selection of 18 tenants offering a wide range of fashion, beauty, consumer electronics, gadgets and food & beverage offerings.

These include the first physical outlets in Singapore for Alibaba’s Taobao, as well as that of online fashion businesses Digital Fashion Week, evenodd, Révolte and Style Theory.

New-to-market brands include audio products specialist JBL and restaurant Bizen Okayama Wagyu Steakhouse by Aston Soon.

Karl Lagerfeld’s K/Klassik Pins collection limited edition will also be available at the store.

Mr Jason Leow, President (Asia & Retail), CapitaLand Group, said: “NomadX represents
CapitaLand’s commitment to embrace omnichannel retailing.”

Jason believes it will make it easier and more cost efficient for their retailers to explore and nurture new innovative concepts before wider roll-out at CapitaLand’s shopping malls.

To ensure maximum flexibility for tenants to push the boundaries, NomadX incorporates short-term leases and “plug & play” retail units that are integrated with smart retail infrastructure.

Tenants set up temporary homes like nomads – thus the inspiration for the store’s name – that are demarcated by modular panels and equipped with interactive technologies to encourage product discovery and play.

The store’s layout and data analytics capabilities were thought to enable retailers to trial new concepts and products and respond swiftly to consumer reception and feedback.

SEE ALSO : EXCLUSIVE DOUBLE INTERVIEW : Using art to enhance customer experience

The NomadX Experience

NomadX adopts a tribe-based marketing strategy to enhance shopper engagement.

The shopper journey begins with an onboarding gamification process using facial recognition technology, whereby members of CapitaLand’s CapitaStar programme can
opt to register their visits and win attractive gifts and STAR$®.

Based on their profiles and preferences, shoppers will be assigned to one of four tribes – Sea, Mountain, Forest, and Wind – which in turn corresponds to The Enigmatic Shopper, The Conquer-It-All Shopper, the Love the Earth Shopper and the Live-It-Up Shopper profiles respectively.

Each shopper profile is tied to a proposed shopping route, as well as product and deal recommendations.

Upon entering NomadX, shoppers are welcomed by a lush and green scent.

With touchscreen televisions, shoppers interact with product walls using QR codes as part of NomadX’s screen-to-mobile customer engagement capability.

Audio technology that combines multi-channel speakers and proprietary software is also used to simulate surround and partitioning sounds for an immersive aural experience.

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